We put three of our domestic campaigns under the spotlight:

The creative ‘Are you bruisin’ while choosin’?’ consumer education campaign that drove increased demand for avos while reducing waste caused by Australian shoppers squeezing the middle of the fruit to check for ripeness.

Our cherries and summer fruits campaign educated retail staff on the optimum presentation, handling and storage of the fresh produce. In addition to increasing sales, this multi-industry approach reduced marketing costs by 9 per cent.

To encourage more Australians to buy plants, our Greener Spaces Better Places campaign saw us partner with Domain to undertake research to quantify how much value plants can add to the value of a property. Tapping into Australia’s property obsession, the research attracted widespread media attention and increased interest in plants.

Our export campaigns were equally as imaginative, and we feature some of our successful efforts to raise the profile and sales of avocados and cherries throughout Asia.

For example, in Hong Kong, we repurposed a food truck – turning it into a mobile billboard and sampling station with food served by a giant koala paw. The additional free publicity this generated helped increase sales by 52 per cent.

Our first cherry campaign in Hong Kong was also a huge success, achieving an increase in sales of 68 per cent.

To help you understand the data and creativity that is involved in the creation of every one of our campaigns, we take a deep dive into the Banana Pass activation, a behaviour change campaign that linked the nutrient-dense fruit to high-energy moments.